The role of HR in uncertain times

The role of HR in uncertain times
A report from the Economist Intelligence Unit
Sponsored by Oracle


The role of HR in uncertain times

Preface
The role of HR in uncertain times is an Economist Intelligence Unit report sponsored by Oracle. The findings
and views expressed in the report do not necessarily reflect the views of the sponsor. The Economist
Intelligence Unit’s editorial team conducted the interviews and wrote the report. Elizabeth Bennett was
the author of the report and Gilda Stahl was the editor. Our thanks are due to all of the interviewees for
their time and insight.
August 2009

© Economist Intelligence Unit Limited 2009

1


The role of HR in uncertain times

Executive summary

T

he current business environment is demanding a great deal of workers around the globe. The practice
of doing “more with less” has become the modus operandi in most businesses and business areas,
perhaps nowhere more so than in human resources (HR) divisions. HR is being stretched and pulled every
which way to meet challenging goals within unprecedented resource constraints.
This paper examines how HR organisations are navigating this gruelling business climate; the obstacles

and challenges they face; and the areas in which they might find opportunities to develop and be more
widely recognised as business-critical partners. In March 2009 the Economist Intelligence Unit conducted
a global survey on human resources during an economic downturn. The major findings are as follows:
There are diverging perspectives between those working in the HR function and those elsewhere
in the organisation regarding the strategies and goals of human resources. Sixty-six percent of HR
respondents say they have identified opportunities to streamline processes and cut costs; just 49%
of non-HR respondents, however, agree. Likewise, HR’s perception of the strategic role it plays in the
organisation both now and in the coming years diverges from that of non-HR: 50% of HR respondents
say that HR will play a more strategic role in the business than previously compared with 31% of non-HR
respondents.
The biggest challenge the human resources function faces is to better align itself with the needs of
the business. Survey respondents say that the biggest hurdles for HR are an inadequate understanding
of the relationship between workforce reduction and business goals (39%) and of critical skill sets in the
organisation (39%). This might be a result of a lack of communication of company goals on the part of
senior management. Yet the neutral or negative perception of HR’s contributions at certain organisations
could be mitigated by more overt displays of its knowledge of the business, particularly as it has the
potential to play a key role during the downturn.
Performance management is viewed as a top priority for human resources across regions, functions
and titles. Thirty-nine percent of survey respondents say performance management is a top priority
at their organisation and 43% say it should be. Respondents overall cite the importance of evaluating
performance with quantifiable metrics. Fifty-six percent of survey respondents (66% from the HR
function) say their firms have implemented or are in the process of implementing a quantitative,
2

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

metrics-based, performance management programme. A whopping 94% of respondents say their HR

organisation has developed or is in the process of developing such a programme.
Boosting productivity without increasing costs requires a combination of employee development
programmes and process improvements. Survey respondents cite four methods that are about equally
successful in gaining additional productivity from employees without raising compensation costs:
creating additional training programmes (44%), adopting more efficient methods of service delivery
(44%), adopting more quantified and/or stringent performance evaluations (47%) and adopting
mentoring programmes (47%).

© Economist Intelligence Unit Limited 2009

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The role of HR in uncertain times

Introduction

“I

n tumultuous times, businesses and HR [human resources] need to team up and act decisively,”
says Garmt Louw, executive vice-president of resourcing and development at Royal Dutch Shell,
a multinational petroleum company. In the throes of an economic downturn that has been dubbed The
Great Recession, companies worldwide are responding to known and unknown external forces with
caution, focus and a keen eye towards survival.
And with good reason. The US lost 2.6m jobs in 2008, the worst yearly performance since 1945. In
fact, the Economist Intelligence Unit is forecasting a global contraction of 1.9% in GDP growth for 2009.
Businesses are facing dramatically reduced sales and profits. Times are indeed tough, and with so much at
stake, managing the business of people—as HR divisions do—is a daunting proposition.
Human resources is expected to play a leading role in this environment by continuing to be more
engaged than ever in developing and retaining talent, containing and reducing costs, and aligning its

activities with the overall business strategy. However, according to a survey conducted by the Economist
Intelligence Unit in March 2009, HR faces numerous organisational, financial and technological
obstacles, particularly during these trying times. It is also confronting a perception challenge in that
many organisations continue to view the HR function as a services provider rather than a business-critical
partner.
The HR discipline has evolved over the last few years to comprise professionals at all levels whose
contributions are grounded in business and finance. And it is during these uncertain times that HR has an
unprecedented opportunity to showcase its value as a powerful strategic collaborator.

Who took the survey?
A total of 199 executives participated in the Economist
Intelligence Unit’s online survey on human resources
in an economic downturn, which was conducted in
March 2009. The survey sample was senior: 41% of
respondents were C-level executives such as CEOs, CFOs
and CIOs, and the balance consisted of senior vice4

presidents, heads of business units and other senior
managers. A range of industries was represented,
including financial services, manufacturing,
information technology and professional services. All
surveyed executives work with firms having annual
revenue of at least US$250m. Twenty-eight per cent of
respondents were from Asia-Pacific, Western Europe
and North America; the remainder hailed from Latin
America, Eastern Europe and Middle East/Africa.
© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

Key points

l It is critical, especially when conditions are uncertain, for HR to position itself and make widely known its
positive contributions to the bottom line
l Continuously rethinking its portfolio by focusing on core competencies will serve HR well when times are tough
l Sixty-six percent of HR respondents say they have identified opportunities to streamline processes and cut
costs during the recession; a significantly lower percentage of non-HR respondents—49%—agree

The perception gap

H

uman resources has at times been perceived as an organisational drag, a characterisation it has
been slow to shed. Unsurprisingly, our survey results reflect that view, highlighting the striking
divergence in the ways respondents view HR’s contributions to business operations. Without exception,
HR respondents have a more positive view of their function as a business partner and the role it plays
during an economic downturn than do those who work elsewhere in the organisation.
For example, 66% of HR respondents say they have identified opportunities to streamline processes
and cut costs during the recession; a significantly lower percentage of non-HR respondents—49%—agree.
Likewise, 47% of HR respondents say they have worked to remove low-performing workers more quickly,
compared with 32% of non-HR respondents.
It is critical, especially when conditions are uncertain, for HR to position itself and make widely known

How have HR’s objectives and activities changed as a result of the financial crisis and associated market turmoil?
Select all that apply.
(% respondents)

HR

Non-HR

HR is more focused on short-term goals
54

44

HR is more focused on long-term strategic goals
22

20

HR is more proactive in identifying opportunities to streamline processes and cut costs
66

49

HR is less proactive in identifying opportunities to streamline processes and cut costs
2

9

HR is working to identify top-performing employees and managers
43

24

HR is working to remove low-performing employees and managers more quickly
47

32

HR is improving its methodology for quantifying HR costs
34

10

HR is improving its methodology for quantifying HR return on investment (ie, return on recruiting, retention and productivity improvement efforts)
22

16

HR is moving more quickly in response to market events
35

19

HR’s agility has slowed as a result of market events
7

11

Other
2 1

None of the above—My organisation has not been affected by the financial crisis
5

6

Don’t know
1

3

© Economist Intelligence Unit Limited 2009

Source: Economist Intelligence Unit survey, March 2009.

5


The role of HR in uncertain times

Looking inward to look outward
Human resources emerged from the field of industrial relations, or
labour relations, which developed in the middle of the 20th century
and focused on the relationship between management and groups of
workers, often in a union context. In many ways, the field presumed
that the interests of both parties are unlikely to align. HR has evolved
considerably in the last two decades, however. Today’s HR managers
work closely with workers and recognise that they need to mobilise
talent as a way of remaining competitive, according to C K Prahalad,
management consultant, author and a distinguished professor at the
University of Michigan Ross School of Business. Now, Mr Prahalad
says HR needs to evaluate itself to ensure that it is contributing to
that competitive advantage, particularly in challenging times.
Managing through volatile periods requires human resources to
be prepared to support an ever-shifting business. “Increasingly, HR

“The number-one
competency at
my job is financial
acumen.”
Anand Sud, HR director for
Asia-Pacific and the Middle
East, Dow Corning

6

not only needs to be well trained, highly productive and innovative”,
says Mr Prahalad, “but individuals should be capable of being crosstrained to do many more jobs.”
Continuously rethinking its portfolio by focusing on core
competencies will serve HR well when times are tough. Mr Prahalad
cites an auto parts manufacturer that decided to move into the
windmill business as a way of redeploying existing resources: “HR
needs to be thinking, ‘Let’s look at the growth of the business and the
opportunities that you have.’”
To that end, Mr Prahalad says that human resources is on track to
becoming a strategic function of the business. “Traditionally, HR has
taken the attitude of ‘you tell us the strategy and we’ll align with it,’”
he explains. “HR should be saying, ‘these are the competencies we
have and these are the strategies we’re likely to implement.’”
The traditional attitude is simply “old fashioned”, says Mr
Prahalad. “It’s time for HR to show how it can take the business
forward.”

its positive contributions to the firm’s bottom line, says C K Prahalad, professor at the University of
Michigan’s Ross School of Business and best-selling author of The future of competition. Mr Prahalad is a
consultant to corporations worldwide and has been researching and writing about business management

for more than 20 years.
The survey results, which show that the human resources function still needs to prove its value to the
organisation, are not a surprise to Mr Prahalad. He explains the perception gap by noting how rare it
is for HR to comprehend the operations of the business as a whole. “Show me a company where senior
HR leaders fully understand the business and are as comfortable with profit-and-loss statements as any
business manager,” he says. If an HR manager doesn’t understand the expectations of customers, he
concludes, it’s difficult to forge a connection with the business and its needs.
Because of this lack of awareness, Mr Prahalad adds, the contributions of human resources tend to
focus on which employees should be placed in particular roles rather than on the kinds of skills needed to
meet business requirements. “HR has to speak the language of business it if wants to fill its full potential,”
he says.
Anand Sud is HR director for Asia-Pacific and the Middle East at Dow Corning, a privately owned
subsidiary of Dow Chemical. He says the company is feeling the negative effects of the global economic
crisis: for the fist time in its 66-year history, revenue in 2009 will be lower than the preceding year. Mr
Sud, who is based in Bangkok, echoes and expands on Mr Prahalad’s assertions, saying that with an
intimate knowledge of its people, business and company culture, HR can add value in tough economic
times. “The number-one competency at my job is financial acumen,” says Mr Sud. “If you have an HR
player sitting at the table but he or she really doesn’t understand how the business is run, or the financial
metrics or the key skills required in this market, he or she will not be able to look at how to develop people
other than by just spending money.”
© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

In an effort to bolster its strategic role in the organisation, Symantec, a California-based software
maker, realised two years ago that it needed to fix its own perception gap by restructuring its HR model to
better align with business goals. In Symantec’s former model, HR workers supported individual business
units, but that “matrixed” set-up was inefficient, says Kelly Heard, vice-president of HR Direct and HR
Business Partner Consulting at the California software maker. The company underwent a reorganisation in

which the HR department was divided into two primary groupings:
l HR Direct, which supports employees’ e-mail and phone enquiries that aren’t readily addressed by the
web-based self-service site. It also works on project-related activities on behalf of business partners
and global products.

“HR not only needs
to be well trained,
highly productive
and innovative, but
individuals should
be capable of being
cross-trained to do
many jobs.”
C K Prahalad, professor,
University of Michigan Ross
School of Business

l Senior HR staffers who focus on assessing and retaining top talent and integrating organisations that
Symantec acquires.
The benefits of Symantec’s streamlined model have been striking, says Ms Heard: “For the first time
in my 20-plus years working in HR we’re able to quantify services we provide to the larger population.”
Documenting the nature of HR Direct’s enquiries—the topics people are asking about and how often
similar questions arise—has enabled the HR organisation to improve programme offerings and the quality
of information available online.

© Economist Intelligence Unit Limited 2009

7

The role of HR in uncertain times

Key points

l Successful leadership during an economic downturn involves finding creative ways to retain programmes that
are fundamental to the organisation
l Businesses need a performance management strategy that fosters alignment and responsiveness, as well as a
means to ensure that individuals are cast in the right roles
l Fifty-six percent of survey respondents say their firms have implemented or are currently implementing a
quantitative, metrics-based performance management programme

The role of HR in a downturn

H

uman resources leaders industry-wide are rethinking and shifting priorities in response to new
challenges that range from slashed budgets and decimated departments, to attracting and retaining
talent in an uneasy environment. The economic downturn actually presents an opportunity for them
to raise their profile in the organisation and become a critical resource for senior management. Fiftysix percent of survey respondents say that when business conditions become unfavourable, senior
management relies on human resources more than in good economic times, while 54% say that HR plays a
more important role in strategic decisions.
Chief among the current priorities of the HR function, according to survey results, is a well-executed
performance management programme, which 39% of respondents say is a leading concern at their
organisation and 43% say should be. Career and leadership development are also cited as a top priority by
40% of respondents.
Performance management has always been critical to HR, says Cary Sparrow, who oversees the
transformation of HR capabilities as process adviser for “Hire to Retire” at Cargill, a US$120bn producer
and marketer of food, agricultural, financial and industrial products and services, based in Minnesota.
“But in today’s environment, where efficiency and productivity are so important”, Mr Sparrow says,
“tapping into the power of the workforce and responding to rapidly changing business conditions is

even more critical.” Businesses need a performance management strategy that fosters alignment and
responsiveness, he adds, as well as a means to ensure that individuals are cast in the right roles.
According to the majority of survey respondents, evaluating performance with quantifiable metrics is a
priority. Fifty-six percent of survey respondents overall say their firms have implemented or are currently
implementing a quantitative, metrics-based performance management programme. Metrics-based
performance management is critical to business success, according to Ms Heard of Symantec, but such

Do you agree or disagree with the following statements about what happens in your organisation
when business conditions become unfavourable?
(% respondents)
Agree

Disagree

Senior management relies on HR more than it does in good economic times
56

44

Lines of business rely on HR more than they do in good economic times
49

51

HR plays a more prominent role in strategic decisions than it does in good economic times
54
0

8

20

40

46
60

Source: Economist
Intelligence Unit survey, March 2009.
80
100

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

What type of performance management programmes does your HR organisation have in place? Select all that apply.
(% respondents)
HR has implemented or is currently implementing a quantitative, metrics-based performance management programme
56

HR has implemented or is currently implementing a qualitative performance management programme based on descriptive and anecdotal observations
35

Other
2

HR does not have a formal performance management programme
16

Don’t know
3

Source: Economist Intelligence Unit survey, March 2009.

programmes are not always well executed, in part because there is no perfect system. “It’s ultimately about
a manager’s engagement with employees about the past and future,” she says. “But if you’re clear about
goals and rewards, people will try to achieve what you ask of them.”
The takeaway here is that some HR departments can take advantage of the downturn to bridge the
perception gap by offering a perspective on workforce performance that could drive smarter business
decisions.
HR can be invaluable during the current economic climate by continuing to build relationships
with employees and by emphasising continued investment in people and the organisation, according
to Jürgen Brokatzky-Geiger, global head of human resources at Novartis, a pharmaceutical giant. Mr
Brokatzky-Geiger maintains that people don’t forget how you treat them in bad times: “If you are fair,
you help to bind employees emotionally to the company not only in bad times, but also in good times
when there is a lot of competition.”
Successful leadership during an economic downturn involves finding creative ways to retain
programmes that are fundamental to the organisation. For example, spending time on career
development, succession planning and training should not be regarded as wasteful or frivolous despite

Many paths, one view
Cary Sparrow, Cargill’s process adviser for “Hire to Retire”, currently
oversees the transformation of the US$120bn agricultural concern’s
HR department through an initiative known as Project Tartan, as
in the multi-coloured woven fabric that originated in Scotland. Mr
Sparrow says the criss-crossing horizontal and vertical stripes form a
unified pattern that is an apt symbol for his team’s efforts to unite a
business that is moving in many directions at once.

Staying flexible while looking out for the overall health of the
organisation is paramount for Cargill executives, says Mr Sparrow,
especially in unstable times. HR seeks to establish such flexibility
by reconfiguring the placement and retention process to be more
© Economist Intelligence Unit Limited 2009

transparent to the entire corporation. “For a global company, it’s
essential that talent decisions not be made in isolation,” says Mr
Sparrow.
It used to be acceptable for individual business units or offices at
Cargill to reallocate or cut back resources as they saw fit, Mr Sparrow
explains. But that was creating risk for the whole firm. “If some want
to build capability and other areas are cutting back without taking
that into account, we could be eliminating talent the company
actually needs,” he says.
With its consolidation of key talent decisions, Cargill has brought
a measure of visibility to internal resources that had never existed,
Mr Sparrow says. Tapping into and engaging the power of the existing
workforce allow the firm to respond to rapidly changing business
conditions across its many moving parts.
9


The role of HR in uncertain times

“If you are fair,
you help to
bind employees
emotionally to the
company not only

in bad times, but
also in good times
when there is a lot
of competition.”
Jürgen Brokatzky-Geiger,
global head of human
resources, Novartis

10

the negative economic environment, says Mr Brokatzky-Geiger, who is based in Basel, Switzerland.
In fact, at Novartis succession planning is considered to be one of the two most important global HR
processes (the other is performance management). Both have gained the time and attention of Dan
Vasella, the company’s chairman and CEO.
HR should also emphasise the importance of efficiency, performance improvement and cost control to
the organisation’s survival, Mr Brokatzky-Geiger says. “As a result, workers will better understand during
these times and will be more likely to co-operate.”
With the intensity of the economic downturn, many companies have been reluctant to invest in training
workers, resorting to short-term cost-cutting —that is, freezing pay and suspending contributions to
retirement plans—to avoid deeper staff cuts. These cutbacks may seem minor compared with full-blown
lay-offs, but the effects on the remaining employees can be significant. A 2003 study conducted by the
Institute of Behavioral Science (Physical and Mental Health Effects of Surviving Layoffs: A Longitudinal
Examination, November 2003) revealed that workers who survived one or more company lay-offs were
found to have higher levels of depression and were more susceptible to workplace injuries.
To take advantage of the inevitable economic rebound, organisations should consider acting now
to improve morale and retain top talent. Although investments in training may seem counterintuitive
in the current environment, organisations should recognise the benefits of an engaged workforce. A
2008 Wharton School study, for example, draws a strong correlation between employee satisfaction and
shareholder returns (Does the Stock Market Fully Value Intangibles? Employee Satisfaction and Equity
Prices, December 2008).

Employees who are properly trained are likely to be more productive, thereby increasing their
job satisfaction and improving their loyalty. And by measuring the outcomes of corporate training
programmes, HR directors can more effectively justify ongoing investments in programmes that work
while eliminating those that underperform.
In addition, HR organisations that are frank in their internal communications about the difficult
economic climate and resulting cost-cutting measures will foster credibility with the workforce. They’ll
gain even more respect if they communicate through channels that employees prefer and show a
legitimate interest in (and a willingness to act on) staff feedback.

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

Key points

l According to survey respondents, the following methods would be most successful in gaining productivity
from employees without raising compensation costs: creating additional training programmes; adopting more
efficient methods of service delivery; adopting more quantified and/or stringent performance evaluations;
and adopting mentoring programmes
l Balancing a long- and short-term outlook is a significant challenge when operating in an uncertain
environment

Challenges and opportunities for today’s
HR professionals

H

uman resources leaders in most firms—even those who are not adversely affected by the global
financial crisis—are facing unprecedented challenges, ranging from an unstable market to

unexpected mergers and acquisitions. These dramatic shifts put pressure on firms, even those that aren’t
facing steep declines, making it imperative for HR professionals to be in lockstep with the business.
Survey respondents say the greatest obstacle HR faces is a certain dissonance with the business.
For example, 39% of respondents say that when there is a need for a reduction in headcount, HR has
an insufficient understanding of how such reductions will affect business goals. The same number of
respondents says HR has an inadequate understanding of critical skill sets in the organisation (39%).
These findings, however, could be a result of a lack of communication of company goals on the part of
senior management.
Management challenges extend beyond getting the right people in the right roles, to ensuring that
they are producing results once they are there. With so many companies working with fewer resources
than in the past, organisations have a laser-like focus on gaining productivity at low or no additional cost.
There are four methods that would be about equally successful in gaining additional productivity without
raising compensation costs, according to survey respondents: creating additional training programmes
(44%), adopting more efficient methods of service delivery (44%), adopting more quantified and/or
stringent performance evaluations (47%) and adopting mentoring programmes (47%). Service, training
and career development appear to be the most effective tools in boosting productivity.
Technology is key, Mr Sparrow of Cargill says, but there is more to a successful HR programme than its
technical systems. First and foremost, there is the human element, he says. “It’s about setting goals and
coaching employees. And making decisions about rewards and mobility.” And then there’s the context in
which those interactions enable success. “In order for technology to enable performance management
and manage projects effectively,” he explains, “it has to touch many processes.” By such processes, he
means how employees are paid and how to make decisions about promotions, transfers and placement.
Amid the worst economic conditions in recent memory, companies face difficult workforce-planning
decisions. An increasing number are using metrics to assess their current position and future human
capital needs. Some sceptics maintain that HR is too “soft” an area to be analysed, compared with
functions like finance or marketing, which have long mined business data for patterns and trends to
generate intelligence that can drive decision-making. But other experts believe that HR metrics are
critical, especially in the current economic environment, for keeping HR strategically oriented, and for
© Economist Intelligence Unit Limited 2009

11


The role of HR in uncertain times

A new world for the old world
Most human resources divisions–and those within global businesses
in particular–have come to regard information technology (IT) as a de
facto contributor to nearly every business process. Royal Dutch Shell,
a multinational petroleum group with operations in more than 100
countries, has a rich history in the energy sector and a more recent
reputation as a consumer of technologies that allows it to stay nimble
despite a dispersed workforce of 100,000.
Garmt Louw, executive vice-president of resourcing and
development, says that while Shell’s HR department is still finetuning its technology, a combination of commercial and proprietary
platforms has enabled it to gain multiple views of a massive
organisation. “Technology is paramount,” says Mr Louw. “The whole
company is deeply linked to our technological capability.”
Shell’s HR managers in The Hague, for example, can analyse
the performance of workers worldwide by running reports from

a consolidated HR platform. “You can do special lenses,” Mr
Louw says, for example, identifying which employees are due for
performance evaluations, or determining how new hires with deep
industry experience compare with seasoned Shell staffers. With that
information, “We can think of ways to challenge our people to make
better use of their talents,” he says.
Technology has also served to alter how training sessions are
scheduled. Previously, says Mr Louw, Shell held annual trainings
in London. Now, as managers work with direct reports to identify

opportunities for development during performance discussions, that
information is sent to a unit in Krakow, Poland. Based on the data
it receives, that unit will determine the most cost-effective region
in which to hold the next training, rather than automatically flying
everyone to London. While this programme is still new, Mr Louw
anticipates that this “dynamic” model based on employee demand
rather than management-imposed planning will reduce the cost
of corporate learning, as will the more reasonably priced offshore
scheduling and programme administration.

presenting to business leaders the kind of data they can relate to—and use.
Those interviewed for this report are by and large unified in their belief that balancing a long- and
short-term outlook is a significant challenge when operating in an uncertain environment. As such,
businesses continue to invest in projects and processes that will nurture the long-term health of the
organisation and its talent pool. With that forward thinking in mind, most respondents say they are
either evaluating, implementing or have already implemented more focused training programmes
(87%), automating/streamlining processes (83%) and instituting additional metrics-based performance
evaluations to derive more value from employees (82%).
The future is very much on the minds of HR professionals. According to Mr Louw of Royal Dutch Shell,
“We have to manage both the long and short term better than ever before.”

12

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

Conclusion

J

ack Welch, the legendary former CEO of General Electric, had it right when he wrote in his book,
Winning: “To manage people well, companies should … elevate HR to a position of power and
primacy in the organisation, and make sure HR people have the special qualities to help managers build
leaders and careers.” But human resources can’t sit around waiting to be elevated; it must elevate itself
by showing it has the capability to move beyond leadership and career-building by helping executives
see the company in new and innovative ways. And in these troubled times, the likes of which few HR
professionals have ever experienced, the task of self-elevation is especially critical.
Even while HR is playing a prominent role in the reorganising and restructuring of businesses worldwide,
the survey found that it has yet to be recognised for its numerous contributions and accomplishments
owing to an enduring gap in the way it is perceived by those elsewhere in the organisation. Whether this
assessment is real or imagined, HR must find ways to close this distance by becoming an acknowledged
strategic partner with the business. The human resources function should consider the following:
l Align its management approach with the company’s business strategy, and express it in the business
and financial language used by senior executives. HR can go one step further by taking a more active
role in strategic discussions to go beyond simply aligning with business decisions, moving into the
realm of creatively enhancing the firm’s processes and portfolio.
l Acquire an in-depth understanding of the business by gaining a deeper grasp of the roles and
responsibilities of employees throughout the firm. An awareness of the individual skill sets of each
employee will enable HR to map these to its business strategy.
l Fine-tune its use of metrics. In the midst of economic uncertainty, companies must develop the optimal
workforce for enabling the business to meet its strategic objectives. Adopting quantifiable metrics
can help executives to make good decisions about the optimal structure and development plan for the
workforce to drive business results.
Reversing business’s perception of HR will be an ongoing and demanding activity at some firms, but it
is clear that HR must do so if it hopes to fulfil its potential and be viewed as a strategic partner. And while
the current downturn has taken an exacting toll on businesses all over the globe, the environment also
provides an unexpected opportunity for HR to show its value by making bold and influential contributions
to the entire organisation.

© Economist Intelligence Unit Limited 2009

13


Appendix
Survey results

The role of HR in uncertain times

Appendix
Survey results: The role of HR in
uncertain times
To the extent that you disagree with your HR organisation’s
priorities, which of the following do you think should be HR’s
top priorities in the next three years? Answers may or may not
differ from those you selected above. Select up to three.

What are your HR organisation’s top priorities for the next
three years? Select up to three.
(% respondents)

(% respondents)

Performance management
43

Career and leadership development

Career and leadership development

40

Attracting and recruiting talent

44

Performance management
33

Reducing labour costs

39

Attracting and recruiting talent
32

Employee retention

34

Employee retention
26

Training

31

Training
24

Succession planning

27

Succession planning
23

Streamlining processes

24

Streamlining processes
19

Containing health and benefit costs

19

Reducing labour costs

11

Measuring HR’s effectiveness

17

Measuring HR’s effectiveness

10

Developing HR technology

16

Developing HR technology

9

Outsourcing HR processes

12

Containing health and benefit costs

7

Complying with new legislation

4

Outsourcing HR processes

5

Other

4

Complying with new legislation
5

Don’t know

1

Other

1

3

Don’t know
1

14

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

Appendix
Survey results

In your view, how is the HR function perceived by the following parts of the business?
(% respondents)
Business-critical
partner

Brought into

most decisions

Brought into
some decisions

Brought in only at
recommendation
of key stakeholder

Commodity
service provider

Don’t
know

C-suite executives
22

30

32

6

9

3

The IT organisation
11

16

29

21

18

6

Your line of business
24

28

27

11

8 2

Other lines of business
9

23

35

16

10

8

Agree

Disagree

Do you agree or disagree with the following statements about your organisation?
(% respondents)
The head of my organisation’s HR department reports directly to the CEO
79

21

My firm’s HR department has a good understanding of the skill set of its employees
60

40

My organisation’s HR department is considered a critical function of our business
66

34

Most of my firm’s HR-related activities are outsourced
14

86

What type of performance management programmes does your HR organisation have in place? Select all that apply.
(% respondents)
HR has implemented or is currently implementing a quantitative, metrics-based performance management programme
56

HR has implemented or is currently implementing a qualitative performance management programme based on descriptive and anecdotal observations
35

Other
2

HR does not have a formal performance management programme
16

Don’t know
3

To what extent has your HR organisation developed a
metrics-based performance management programme?

How do you expect the role of HR to evolve over the next three
years at your organisation?

(% respondents)

(% respondents)

HR has such a programme in place

HR will play a critical strategic role in the business
66

HR is currently implementing such a programme

25

HR will play a more strategic role in the business than previously

28

HR is considering implementing such a programme

39

HR’s role will remain the same

7

HR has no plans for such a programme

27

HR will play a less active and strategic role in the business than previously

0

Don’t know

6

HR will play a marginal strategic role in the business

0

3

Other
0

Don’t know
1

© Economist Intelligence Unit Limited 2009

15


Appendix
Survey results

The role of HR in uncertain times

Which of the following measures is HR currently evaluating—or already implemented—so that the HR organisation
might derive more value from employees?
(% respondents)
Evaluating

Implemented or implementing

Don’t know/Not applicable

More focused training programmes
27

60

14

More efficient methods of HR service delivery (eg, self-service or help desk for HR)
22

53

24

More metrics-based performance evaluations
32

50

18

Automating/streamlining processes
34

49

17

Better technology support
34

51

15

Automated two-way communications (eg, surveys and other feedback tools)
30

49

20

In your opinion, which of the following methods would be
most successful in gaining additional productivity from
employees without raising compensation costs?
Select up to three.

How has your organisation been affected by the financial
crisis and associated market turmoil? Select all that apply.

(% respondents)

Our stock price has declined

Adopting mentoring programmes

Our stock price has risen

(% respondents)

56
4

47

Our revenue has declined

Adopting more quantified and/or stringent performance evaluations

59

47

Our revenue has increased

Creating additional training programmes

13

44

Our margins have declined

Adopting more efficient methods of service delivery

52

44

Our margins have increased

Implementing more robust technology support

7

31

Offering stock options

We have acquired another firm or firms
16

10

Don’t know

We have been acquired by another firm
4

2

We have lost clients/customers
25

We have gained clients/customers
18

We have laid off employees

45

We have hired employees
17

We have instituted a hiring freeze
49

We have raised prices on some or all products and services
12

We have cut prices on some or all products and services
18

We have neither raised nor cut prices on some or all products and services
25

Other
3

None of the above—my organisation has not been affected by the downturn
3

Don’t know
1

16

© Economist Intelligence Unit Limited 2009

The role of HR in uncertain times

Appendix
Survey results

Do you agree or disagree with the following statements about what happens in your organisation
when business conditions become unfavourable?
(% respondents)
Agree

Disagree

Senior management relies on HR more than it does in good economic times
56

44

Lines of business rely on HR more than they do in good economic times
49

51

HR plays a more prominent role in strategic decisions than it does in good economic times
54

46

How well does your organisation use HR metrics and data?
Rate on a scale of 1 to 5, where 1=Highly effective and 5=Highly ineffective.

(% respondents)
1 Highly effective

2 Somewhat effective

3 Neither effective nor ineffective

4 Somewhat ineffective

5 Highly ineffective

Senior management consistently uses and requests HR data and metrics to support strategic decisions
14

40

24

15

7

Senior management is sceptical about using HR data and metrics to support strategic decisions
6

28

41

15

10

14

10

HR leads in showing senior management how its data can be used to inform strategic business decisions
12

36

28

HR could be more proactive when it comes to capturing and using data and metrics to support strategic business decisions
19

40

How have HR’s objectives and activities changed as a result of
the financial crisis and associated market turmoil?
Select all that apply.

25

10

7

Which HR tools does senior management rely on to inform

business decisions during a downturn? Select all that apply.
(% respondents)

(% respondents)
Resource allocation/workforce planning
HR is more focused on short-term goals

62
48

Performance management

HR is more focused on long-term strategic goals

60

21

Compensation management

HR is more proactive in identifying opportunities
to streamline processes and cut costs

53

Cost and profit analysis
56

HR is less proactive in identifying opportunities
to streamline processes and cut costs

45

Employee retention and satisfaction
43

6

HR is working to identify top-performing employees and managers
32

Compliance reporting
22

Other

HR is working to remove low-performing
employees and managers more quickly

2
38

HR is improving its methodology for quantifying HR costs

Don’t know
5

20

HR is improving its methodology for quantifying HR return on investment

(ie, return on recruiting, retention and productivity improvement efforts)
19

HR is moving more quickly in response to market events
26

HR’s agility has slowed as a result of market events
10

Other
2

None of the above—My organisation has not been
affected by the financial crisis
6

Don’t know
2

© Economist Intelligence Unit Limited 2009

17


Appendix
Survey results

The role of HR in uncertain times

To your knowledge, in which of the following areas have HR managers evaluated or implemented the use of

technology tools?
(% respondents)
Evaluating

Implemented or implementing

Don’t know/Not applicable

Automating all possible processes
37

39

25

Resource allocation/workforce planning
28

46

27

Compensation management
24

54

21

Performance management

23

61

15

Employee retention and satisfaction
30

44

26

Compliance reporting
22

41

38

Cost and profit analysis
21

43

37

With regard to HR, how do you rate the effectiveness of technology in the following areas?
Rate on a scale of 1 to 5, where 1=Very effective and 5=Not effective.
(% respondents)

1 Very effective

2

3

4

5 Not effective

Don’t know/Not applicable

Automating/streamlining processes
18

27

19

18

10

8

21

9

9

Resource allocation/workforce planning
9

24

29

Compensation management
14

28

26

18

22

18

8

7

Performance management
19

26

9

6

Employee retention and satisfaction
8

19

31

20

13

9

Compliance reporting
14

23

26

13

9

15

Cost and profit analysis
16

25

23

13

9

13

Recruiting talent
8

25

30

15

15

7

Complying with legislation
14

26

30

12

8

11

Scenario planning (eg, to reduce labour or benefit costs)
7

20

25

24

13

12

Training and development
13

18

35

22

17

8

5

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

If faced with the need to reduce headcount, what are the
biggest obstacles to your company becoming better prepared
to do so while ensuring that the best employees are retained?
Select up to three.

Appendix
Survey results

Which of the following best describes your job title?
(% respondents)
Board member
4

(% respondents)

CEO/President/Managing director
13

Insufficient understanding of the relationship between
workforce reduction and business goals

CFO/Treasurer/Comptroller
7

39

CIO/Technology director

Insufficient understanding of critical skill sets in the organisation

5

39

Chief Diversity Officer (CDO)

Inadequate frameworks to approach workforce reduction

1

33

Lack of quantifiable information/metrics regarding employee performance

Other C-level executive
11

31

Insufficient and/or outdated information regarding employee performance

SVP/VP/Director
15

29

Head of Business Unit

Other

6

6

Don’t know/Not applicable

Head of Department
14

15

Manager
19

Other
8

What is your principal functional role in your organisation?

(% respondents)
Human resources
42

General management
15

Finance
11

Strategy and business development
9

IT
9

Marketing and sales
4

Operations and production
3

Risk
3

R&D
2

Customer service
1

Information and research
1

Supply-chain management
1

Legal
1

Procurement
0

Other
2

© Economist Intelligence Unit Limited 2009

19


Appendix
Survey results

The role of HR in uncertain times

How many employees does your organisation employ globally?

What is your organisation’s primary industry?

(% respondents)

(% respondents)
Financial services
18

Less than 1,000

13

1,000-5,000

23

5,000-10,000

14

Energy and natural resources

10,000-50,000

25

Professional services

Manufacturing
11
10
8

More than 50,000 26
Consumer goods
7

IT and technology
7

Healthcare, pharmaceuticals and biotechnology
7

Government/Public sector
5

Automotive

What are your organisation’s global annual revenues
in US dollars?

4

Retailing

(% respondents)

4

Telecoms
4

$250m or less

0

$250 to $500m 20

Transportation, travel and tourism
4

Agriculture and agribusiness

$500m to $1bn 17
$1bn to $5bn

24

$5bn to $10bn

14

$10bn or more

26

3

Entertainment, media and publishing
3

Aerospace and defence

2

Chemicals
2

Construction and real estate
2

Education
2

Logistics and distribution
1

20

© Economist Intelligence Unit Limited 2009


The role of HR in uncertain times

Appendix
Survey results

In which country are you personally located?
(% respondents)
United States of America
21

India

9

Canada
7

United Kingdom
7

Australia
4

China
4

Nigeria
4

Hong Kong
3

Belgium
3

Italy
3

Poland, Spain, Switzerland, Germany, Malaysia, Singapore
2

Argentina, Brazil, Bulgaria, Egypt, France, Greece, Indonesia, Ireland,

Japan, Norway, Philippines, Portugal, Russia, South Africa, Thailand,
Algeria, Angola, Austria, Chile, Czech Republic, Ecuador, Finland, Hungary,
Iran, Israel, Kazakhstan, Luxembourg, Mexico, Netherlands, Rwanda,
Saudi Arabia, Sri Lanka, Sweden, Taiwan, Trinidad and Tobago, Turkey,
United Arab Emirates, Yemen
1

In which region are you personally based?
(% respondents)
Asia-Pacific
28

North America
28

Western Europe
28

Middle East and Africa
10

Latin America
4

Eastern Europe
3

© Economist Intelligence Unit Limited 2009

21

Cover image: Shutterstock

Whilst every effort has been made to verify the accuracy
of this information, neither the Economist Intelligence
Unit Ltd nor the sponsors of this report can accept any
responsibility for liability for reliance by any person
on this report or any other information, opinions or
conclusions set out herein.


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